EP01 - Building D2C Brands in 2025: Media Channels, Consumer Trends and Marketing Evolution

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Velocity: Performance Marketing Podcast

Hawky

6 episodes

1 hour ago

Velocity by Hawky: Performance Marketing Podcast is aimed at fostering a community of digital marketers and performance marketing leaders to share insights and real-world campaign experiences. The goal is to collectively gain knowledge and accelerate these learnings across the industry. We host marketing experts, CMOs, and agency founders from leading brands across business verticals and geographies to understand their performance marketing philosophy. In this podcast, we will cover topics spanning campaign optimization, creative scaling, audience targeting, attribution modeling, and cross-channel performance among other key aspects of digital marketing velocity. Whether you're scaling Meta campaigns, optimizing Google ads, or building high-performance marketing teams, Velocity delivers the insider strategies that drive measurable results and sustainable growth.

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EP01 - Building D2C Brands in 2025: Media Channels, Consumer Trends and Marketing Evolution

Velocity: Performance Marketing Podcast

43 minutes 17 seconds

2 months ago

EP01 - Building D2C Brands in 2025: Media Channels, Consumer Trends and Marketing Evolution

Aditya Somaiya is the founder of 367 Agency, a leading performance marketing agency specializing in D2C brands and Amazon marketplace optimization. With over 17 years of experience in marketing, Aditya previously ran his own D2C business for 5 years (2015-2019) and has worked at major companies including GSK India Ltd and Dabur in various roles spanning sales, trade marketing, and marketing strategy.

In this insightful conversation, marketing veteran Aditya Somaiya shares his extensive journey from D2C founder to agency leader, discussing the evolution of marketing functions and the critical balance between brand and performance marketing. The discussion explores emerging media channels like Connected TV and OTT while addressing how AI is fundamentally reshaping the marketing landscape and required skill sets.

Major Takeaways

Marketing Evolution: The shift from execution-focused roles to strategic thinking as AI automates routine tasks
Media Strategy: How brands should adapt their channel mix as they scale, with emerging opportunities in Connected TV and OTT
Brand-Performance Balance: Why these marketing approaches should complement rather than compete with each other
D2C Success Factors: The importance of product-market fit and understanding target demographics, including underserved segments like older consumers

Chapters

00:00 - Introduction to Aditya's Journey
02:44 - The Evolution of D2C Marketing
05:45 - Brand vs. Performance Marketing
08:35 - Media Channel Evolution in Marketing
11:40 - Emerging Channels: OTT and Connected TV
14:34 - Content Creation and Engagement Strategies
17:14 - Staying Updated in a Rapidly Changing Landscape
17:34 - Client Expectations and Agency Adaptation
22:25 - The Future of Creative Work and AI
24:32 - Evolving Skill Sets in the Age of AI
26:23 - Transforming Media Buying and Creative Roles
28:28 - The Rise of AI in Creative Production
30:27 - The Shift Towards Strategic Thinking
32:17 - The Changing Landscape of Agency Teams
34:20 - The Importance of Core Marketing Principles
36:08 - Trends Impacting B2C Brands
38:10 - Advice for D2C Founders